Brand Management Wisdom

The great German Zwilling

In the June 13, 1731, when the Gemini constellation was in the west, Zwilling Henkes was registered in a church in Solingen, Germany.

Mr. Peter Henkes put the Zwilling logo in the German Solingen cutting tool manufacturing roster.

His ideal is to make Zwilling a representative of the world's high quality.

270 years passed, Germany.

Henkes has become the world's leading brand in the field of cutlery cutlery manufacture.

Zwilling logo has also become a representative of the world's high quality lifestyle and life culture. Its products cover 180 countries and regions in the world.

In 1995, the company set up a joint venture "Shanghai Zwilling Henkes Co., Ltd." in Shanghai, China.

Using the classic technology of original country and German technology and German steel, Shanghai Zwilling Henkes limited manufactures and sells professional kitchen knives, kitchen miscellaneous items, scissors, Western tableware, German Army knives and personal care products that meet Henkes's standards.

The whole range of Zwilling products are displayed and sold in high-end stores in China, such as Shanghai east commercial building, Beijing Seth shopping mall, etc., and in the exclusive store of Shanghai Dongfang mansion, the sales peak exceeds 1 million 500 thousand in the single month sales peak, almost exceeding the international level which is most important to department stores.

The sales of brands such as baozi! Moreover, the average sales of Zwilling in China's single store is over 200 thousand yuan per month.

In China, there is an indisputable fact that Zwilling is becoming a symbol of product quality and a symbol of fashion life.

In November 2005, the German Zwilling decided to invest $10 million in 06 years to increase the capital of the original two factories in Shanghai, and plan to increase 40 stores in 06 years, so that the total number of stores in the Chinese market will be around 170.

Great brands have their own way to success.

Simply exfoliate products to talk about business.

It is never possible to find a viable way to brand success. Behind the aura of Zwilling's brand success is Zwilling's persistent pursuit of quality and perseverance in principles.

For every tool, Zwilling is pursuing perfection from knife body to knife handle.

To dedicate world-class tools, there must be 40 manufacturing processes.

Since its birth, Zwilling has always maintained the perfect combination of blade persistence and ergonomics.

Ever since Zwilling was founded, Zwilling has never stopped looking for the best way of processing steel materials. After years of unremitting exploration, Zwilling has developed a special cold forging process named "FRIODYR".

The knives processed by this method can not only keep sharp edges, but also have strong corrosion resistance.

A few years ago, the knife could only be forged from the whole piece of steel.

However, forging technology has improved the quality of production to the extent that it was unthinkable.

After in-depth study, in 1992, Zwilling developed a process to change the cutting tool production standard: Sintered-meal Component Technology (SCT) sintering metal synthesis process, which can perfectly combine three kinds of different functional steel materials on the same knife.

In this way, the quality of the knife has been greatly improved. Every part of the knife is made up of its most suitable steel material.

Through another special steel processing technology, Zwilling has developed a unique MagnaDur coating technology, which has created a new era of cutting technology.

This process makes the blade sharp and sharp, and does not need to be sharpened in the future.

The trick is to spray hard metal particles on the blade at supersonic speeds of 2000 degrees Celsius, so that the blade is durable and sharp.

It is the tradition of Zwilling to pursue high quality day after day.

To date, the complete quality management system established according to the international ISO9001 standard provides a more reliable quality assurance for Zwilling's entire production process.

For cutting tools, steel and quenching are the most important technologies. Zwilling's after-sales service promise for knives is to sharpen two knives for life, showing its confidence in its steel products.

It is easy to see the disseminating image of Zwilling in the background of kitchen or product function. It also makes a deep impression on the public's unique personality appeal and quality. Zwilling's poster is imaginative: a fashionable model with a sharp knife, a sharp knife with a beautiful skirt held in hand, a long cut open, revealing a very sexy back of the model! Zwilling tries to tell customers that the kitchen is not a simple mess and smoke, the kitchen is full of fashion, full of art, is the world of young people, has a Zwilling's kitchen, and is also full of sexy and full of temptation as a model! This is a very unique and innovative way of brand value appeal. In Germany, the main public places, including airports, terminals, public stations,

Focusing on the intrinsic value appeal of brands has always been a key factor that Zwilling can deeply rooted in the consumers' hearts around the world, instead of simply pursuing fashion or popularity. In Zwilling's outdoor advertising, it has always adhered to the perfect combination of black and white elements and red. It is not simply to change its brand communication content and advertising expression in a bid to meet the trend. In China, Zwilling constantly interprets its eternal brand classics with its almost monotonous black and white elements.

It is Zwilling's persistent brand communication strategy that has molded Zwilling's international classic brand, which is based on product quality and quality.

Any brand or product sales is just the beginning of product experience and value realization, rather than termination.

Only satisfying and complete experience realization is the beginning of brand building and healthy communication.

Every time Zwilling sells a product, a small knife will register the customer's information in detail.

Zwilling stores in Beijing, Shanghai and other places, generally have at least two shifts of 4 people, in a group of work to explain products and product demonstrations at the same time, there will be another group of early purchase of Zwilling products customers visit, of course, is based on the detailed address of the previous sale, and by telephone appointment, after the consent of the owner to the door to demonstrate products, help the owner cook food!

In order to expand the influence of the product and the demo itself, the promoters will choose to come to the guests when their hosts come home or when their friends get together. Because the guests and owners are relatively close to the income and consumption groups, so this is actually quietly cultivating potential buyers of Zwilling. It can be said that consolidating the existing customers and getting word of mouth, training new buyers to achieve re sales, and successfully spreading the brand word of mouth, one stone and three birds!

Of course, Zwilling's terminal crowd will bring some vegetables and meat eggs to their owners when they come to the house. Every month, Zwilling will give the promoters regular pportation subsidies and subsidies for the purchase of vegetables and meat eggs.

The owner got the benefit and earned a lot of money in front of her friends. Why not? The successful development of the customer's kitchen has become the second battleground of Zwilling. Zwilling's brand management is brilliant.

So far, marketing has turned into a real happy life, and salesmen have pformed from a planner and implementer to an active service provider and a gastronomic cook!

The core competitiveness of Zwilling is high quality steel and quenching technology. Because of this, "Zwilling" is full of beef, and the after sales service terms are "grinding two knives for life". That is to say, with the use of "Zwilling" knives, consumers need not worry that they will be rusty and rusty in a few days.

This is also a rare product experience commitment.

Recruitment agents in various places in Zwilling usually advertise job advertisements in local media, which are rare in the industry.

To enter Zwilling to do promotional work, all have to pass written examination, rigorous interview and ability test.

Agents distributed across the country must send salesmen to Shanghai for 10 days of professional and systematic training, and the qualification of salesperson must be certified by Zwilling. Zwilling

No matter how busy the promoters are in Zwilling stores, if customers come to stop and wait, they will stop doing things and greet them with the initiative, and the way of communication will not make you feel sick.

When you come to the product experience area to see the product presentation, they are very patient, meticulous and objective to introduce the material and structure performance of Zwilling products, so that you can fully understand that the product itself is indeed the main task of information, rather than as soon as possible to facilitate pactions.

This kind of neutral and objective promotion has accumulated the reputation of Zwilling for its brand strength.